revisit kidcation week concept - san antoniopartners.visitsanantonio.com/visitsanantonio... ·...
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Revisit Kidcation Week Concept
• Partners help create an annual tradition to come to San Antonio for the
last hurrah of summer by transforming into a citywide playground for kids
(12 and under) before school starts (need period)
• During this historically slower visitation time, Partners are given the
opportunity to develop programs that are promoted in our marketing and
communications efforts
• Elevate San Antonio’s status nationally as THE family-friendly destination!
3 Copyright © 2013 Proof Advertising, LLC. All Rights Reserved. Confidential.
Kidcation Week Recap Video
2013 Results 11.6M Advertising Impressions, 40.9M Media Impressions
Traffic to Kidcation
landing page
Room Demand
PR Programs
- (-4%) Room Demand
- However, SWAV, Tourico Holidays and
Hotels.com/Expedia all report Kidcation Week
promotion success with YOY growth in room
nights, ADR and hotel revenue
- 20,210 visits
- 28,637 page views
- $2M earned media value
- 479 tracked media clips
- Fostered relationships for future coverage
with several out-of-market media outlets
Partner Activation -26 Hotels
-16 Restaurants
-32 Retailers & Attractions
-30+ Special Events
2014 Summer Plans
While Kidcation focuses on the last hurrah of summer, we know the
entire summer is critical to partners, especially leading up to July 4th.
Therefore, we built robust summer plan (starting May 1) that includes:
• May media tour in San Antonio
• Media blitz to RGV/Laredo
• Print ads in Southern Living, Midwest Living, TTIA See Texas, and
Oklahoma, Denver, Phoenix and LA magazines
• Digital ads on Expedia, TripAdvisor, Google, Yahoo, Bing SEM,
Facebook, Twitter and ad serving networks
• Summer sweepstakes on Facebook
• May CVB assets including summer landing page on VSA.com, May –
July eNewsletters, social media, airport video and more
• Strong support through SAVE program
We conducted a situation analysis of best Kidcation Week timing, which
included an early summer (June) vs. end of summer (August) survey to
partners. About 70% of partners said…
Kidcation Week 2014
- Continue to build on San Antonio’s family-friendly
reputation by catering to families with kids through special
activities and offers to increase room night demand during
a historically slower end of summer period
- Increase hotel room bookings and attraction visitation
- Drive traffic to KidcationWeek.com
- Increase exposure through earned media
- Go online to book a San Antonio Kidcation Week getaway
M&C
OBJECTIVE
PROGRAM
OBJECTIVE
CALL TO
ACTION
- Mothers, 25-55 with average HHI $50K+ and Grandparents
- Primary: Austin, Houston & Dallas; Secondary: Corpus
Christi, Rio Grande Valley & Waco
- Additional Communications targets are national
kid/parenting, Mexico and local outlets
TARGET
AUDIENCE
2014 Marketing Plans • Creative treatment will be similar to 2013 to build on branding
• Print advertising:
– LA Travel Magazine – included in COE ad in July/Aug/Sept issue
– OKC Magazine – included in COE ad June issue
– Phoenix and Denver magazines - 1/3 page dedicated ad in July
– Texas Monthly – 1/3 page dedicated ad in July issue
– Ser Padres – Full-page dedicated ad in June/July issue
– Garden & Gun – included in COE ad in Aug/Sept issue
• Digital advertising will target US and Mexico
• Online Travel Agent promotions (Expedia, SWAV, Turico Holidays, etc.)
• CVB E-blasts, website promotions, social media, airport video and more
• Utilize City of San Antonio distribution channels
• Signage at the Visitor Information Center
• Collateral distribution to school programs, military bases and consumer shows
2014 Communications Plans
– International media outreach:
– Spanish news release to Mexico media
– Ongoing media pitching
– National media outreach:
– News release (PR Newswire)
– Themed media kits
– Media hosting during Kidcation Week
– Ongoing media pitching
– Regional media outreach:
– Media blitzes to DFW, Houston, Waco, Laredo, RGV, Corpus Christi and Austin
– News release to key regional media
– Themed media kits
– Media hosting during Kidcation Week
– Ongoing media pitching
– Local media/CTA outreach:
– Localized news release distributed to local media
– Interviews with local broadcast, online and print media
– Messaging included in CTA newsletters and on CTA website
Partner with an Offer, Added Value or
Special Event
• Hotel Examples:
– Backpack at check-in, coupon for a free frozen treat
– Cookie decorating lesson
– Balloon artist, prizes and games in lobby
– Packages with free breakfast or attractions
– Rates from XX to XX or % off daily rate
– Complimentary breakfast for kids
– Cartoons played during breakfast
• Attraction Examples:
– Free or discounted admission for kids 12 and under
– Free 12 and under ticket with a paid Adult ticket
– Special event such as workshops, guest speakers and
demonstrations, dance party, movie screenings
– Free cotton candy per child
Partner with an Offer, Added Value or
Special Event
• Restaurant Examples
– Free kid’s meal with adult meal purchase
– Complimentary ice cream sundae for kids
– 10% off kid’s food purchase
– Behind the scenes tours of kitchen
• Shopping Examples
– 10% discount
– Host an event such as a book reading or fashion show to show off
your merchandise
– Choose a balloon to pop for an instant discount
• Community Organization Examples
– Host special events or programs
– Sign up for a summer camps and get a free t-shirt
– Offer a free introductory class, workshop or demonstration
Partner with an Offer, Added Value or
Special Event
Think outside of the box and go BIG!
Example: The San Antonio Children’s Museum partnered with
Ser Padres magazine in 2013 and together they generated
over 1,000 attendees in one day!
Partner Support
• CVB to send emails and present to hospitality industry partners leading up
to August 8 to keep everyone updated on latest news and details
• Coming soon – Online Partner Kidcation Week Toolkit with ad examples,
news release templates, coloring pages and more
• SACVB will host a “Maximize Your Kidcation Week Exposure” workshop in
June
Partner Support
Help make Kidcation Week a success!
If you have any eNewsletters, online, social media or distribution
opportunities you can incorporate Kidcation into, please let us know!
How to Sign Up
• Simply submit your event, added value or offer on the Kidcation Week
sign up form. Once we have your listing live on KidcationWeek.com, we
will send to you for review or make edits.
• New for 2014 - Hotels and attractions have the option to partner with our
online booking partner, aRes Travel, to help track ROI on your Kidcation
Week offer. Please submit your offer on the sign up form and then a
representative from aRes will reach out to you to discuss in greater detail.
• For immediate questions regarding aRes Travel:
Hotel Contact: Humberto Rivero at 858-300-8635
Attraction Contact: Contact Kate Ullrich at 858-300-8624
Hotels- aRes Travel
• Option #1 – Load Kidcation Rates & Offers Using Travelport/GDS
– Must setup negotiated rate code giving aRes viewership (aRes
must test)
– No manual process is necessary to enter the reservations
– Reservation pushed directly into your PMS system
– 5% GDS commission applies (Kidcation only)
• Option #2 – Load Kidcation Rates & Offers Using Extranet
– Full yield control of rates and availability in real time
– Compatible with all channel managers
– Reservation emailed or faxed to the property
– Must sign aRes’ Kidcation Participation Agreement (if not already
signed)
– 5% commission applies
Attractions - aRes Travel
• Ability to support any attraction that charges admission for tickets
• Custom-designed build out of the product to be sellable through the
SACVB Kidcation site
• Ability to sell numerous ticket types with slash through pricing display
• Timed ticketing capabilities for date and time specific attractions
• Print@Home e-tickets and vouchers with bar code integration available
• Real-time supplier notifications (email and fax) for all sales
• Custom-designed vouchers and flexible fulfillment options
• Cost: 10% Margin, aRes absorbs credit card fees (roughly 2.5%)
• Must complete aRes Participation Agreement
Next Steps
• Sign up via the Kidcation Week sign up form
• Hotels/Attractions - aRes will contact you to answer any questions and
to see if you’d like to partner with them on Kidcation Week
• Communications and Marketing efforts start in early May, then heavy up
in June through Kidcation Week 8/8 to 8/17
SACVB Contact:
Krystal Jones
Senior Brand Manager
KrystalJones@VisitSanAntonio.com
(210) 207-6758
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